摘要:江苏省卧龙山农业生态旅游有限公司成立于2011 年，是徐州农业生态旅游市场上的一家新兴企业，目前存在着市场认可度相对较低、知名度较弱、形象不完善、定位不准确等一系列问题。通过对这些问题的深入研究，设计一套系统、全面的推广策划案，来提升整个公司的知名度和品牌形象，实现该公司在消费者心目中的完美定位。具体操作包括以下以下几个部分，首先是进行系统的市场调研，对宏观环境、行业环境、竞争者、消费者、企业自身进行了详细地分析，准确把握自身的优劣势，找出市场缺口；其次根据市场调研结果，制定品牌营销战略，包括确立营销目标、树立品牌定位、设计品牌形象和确定营销组合策略几个步骤，以“生活家”为核心定位具体确定相关策略；最后制定详细的品牌传播策略，包括具体的广告作品设计、媒体的选择和排期、具体的投放预算，以及一系列的活动策划。通过一系列的策划推广活动，希望能对企业的形象树立起到积极作用，迅速提高市场占有率，维持良好的发展势头。
关键词 农业生态旅游；市场调研；品牌；媒体传播
Abstract:Jiangsu Province Wolong mountain agro-ecological Tourism Co., Ltd. was established in 2011, is an emerging enterprise in the the Xuzhou agricultural eco-tourism market, there is a relatively low degree of market acceptance, visibility is weak, imperfect image, positioning is not accurate and a series of problems. The in-depth study of these issues, the design of a system, the promotion of comprehensive planning case, to enhance awareness and brand image of the company, the company's purpose of perfect positioning in consumers hearts.Specific operation following system market research, the macroeconomic environment, industry environment, competitors, consumer, enterprise's own detailed analysis to identify a gap in the market, accurately grasp their own advantages and disadvantages; Secondly, according to the results of the market research, the development of brand marketing strategy, including the establishment of marketing objectives, establish brand positioning, design brand image and determine the strategy a few steps of the marketing mix, "living at home" as the core positioning specifically identified strategies; Finally, develop a detailed brand marketing strategy, including advertising works design, media selection and scheduling, specific budget delivery, as well as a series of activities planned.Able to establish a corporate image to play an active role in planning through a series of promotional activities, rapidly increase market share and to maintain the good momentum of development.
Keywords agricultural eco-tourism market research brand media communicatio
